In today’s fractured and ever-growing media landscape, attention is in short supply. It's a commodity that comes at a high price and has an extremely short shelf life. Brands are not only competing with others brands in this mobile-first world, they are competing an influencer's latest selfie.

So, how do brands draw the consumers’ gaze away from their digital looking glass, especially when what you have to offer can’t always deliver that same immediate dopamine hit as crushing some candy?

Well, you work with their normal behaviour and “appear” to support their digital addiction.

Shops across the pond have started to install phone chargers in-store. People can walk in to charge their life-support devices free of charge. This is a clever tactic. Not only do you appear to understand the consumer and their need to be constantly connected, so adding real value to their lives, you are simultaneously removing a massive barrier to the consideration of your offering in the process.

While two-thirds of shoppers feel panicked when their phone battery is running out, people are increasingly grateful for moments when they can actually switch off. ChargeItSpot’s kiosks offer to solve both problems for shoppers, while also benefiting the retailers as it gives them a more engaged, relaxed customer. Meanwhile, providing the service can also help brands make a bigger impression on customers: "You stay in their minds because they’re going to remember you helped them out," says Cisco Seader from InCharged, which manufactures chargers and locker solutions.

Artist Donald Glover (aka Childish Gambino) surprised fans with a free pair of kicks with a brilliant example of experiential done right. Using iOS Airdrop at Coachella, he send out a photo of the shoes he created in collaboration with Adidas. By using this mobile-first tactic, Glover was able to a create buzz and excitement at a moment when people are already highly distracted and would normally actively avoid brand experiences. He was able to get his audience to opt-in to a brand experience by playing on their natural human curiosity. Those who accepted the Airdrop received a free pair of the sneakers and signed a contract stating they would wear the shoes, attend the show, and keep the shoes on all weekend.


It is so frustrating seeing brands using technology for the sake of using technology, in a vain attempt to appear "with it". This is so refreshing. The use of Airdrop as the marketing vehicle here is far from contrived and is just a simple, surprising and delightful way to connect with an audience who is always glued to their phone.

Big thumbs up from me!

Wait, is that really Marks and Sparks?

The household brand has debuted a new interpretation of its “This Is Not Just Food” advert.

The campaign, dubbed #ThisIsNotJust, comes 15 years after the company introduced its famous tagline “This is Not Just Food... This is M&S Food” and adverts featuring slow-motion close-ups of food. The adverts were last seen on television 12 years ago.

Instead of close-ups of food, the new advert sees M&S customers being distracted from their daily lives and unable to resist describing the brand's food in a sultry voice, mimicking the voiceover of previous adverts.

Although it is a notable step a change for M&S, this Junior Planner welcomes it. It’s good to see how a well-established, household brand can mix it up without sullying their brand image and what made them great in the first place. This is a clever re-imagination of a beloved brand campaign that will certainly get chins wagging. In fact, it seems to be working already

It is making M&S accessible and humanises it without effecting it’s premium stance. We all know that M&S produce brilliant, delicious food but now they are putting a different,approachle lens on it. This campaign also creates clear water between M&S and Waitrose by adding another feather to the formers bow beyond eloquent food porn which is a bit done to death now. Don’t get me wrong I love to see beautifully presented food but that is no longer ownable anymore with every supermarket bring out premium ranges and hiring the same food photographers.

This is clearly part of M&S broader strategy to reach a wider market, with them at looking to into launching home delivery.

Can’t wait to see what they do next!